当国民演员杨幂手持虎皮凤爪的代言广告亮相众多核心商圈，王小卤正经历一场规模空前的销量爆发。 根据王小卤官方公布的消息，品牌代言人官宣当日，王小卤天猫旗舰店单日GMV环比增长600%+，荣 登肉类零食榜第一名；抖音渠道单日GMV打破历史记录，同比日均GMV增长340%+，斩获零食榜 TOP2；除此之外，王小卤在京东、拼多多等电商平台均斩获不俗战绩。这场在顶流艺人加持下引爆的 消费热潮，成为王小卤在战略渠道持续保持高速增长的新驱动力。 官宣当日，品牌代言人杨幂与王小卤在微博、抖音双平台发布共创广告，结合王小卤虎皮凤爪"一嗦脱 骨""个大肉多""口味丰富"的产品特色及高频食用和消费场景喊出"虎皮凤爪还得是你王小卤"的口号， 配合挂链与直播入口直接赋能天猫、抖音双平台销售。同时，王小卤持续渗透追剧场景与目标群体，在 近期多部热播大剧同时上新代言人广告，依托大剧热度与代言人国民影响力的叠加，进一步导流抖音、 天猫、京东平台，为销售深度赋能。 除此之外，王小卤还同步启动了全国范围的线下广告刷屏战役，在全国8个城市共计11个核心商圈上线 杨幂代言户外大屏及地铁广告，排面拉满，为重点城市的销售渠道全面加注赋能。 随着代言人官 ...

Core Viewpoint - Liuliu Fruit Garden Group Co., Ltd., the parent company of "Liuliu Mei," has submitted an IPO prospectus to the Hong Kong Stock Exchange, aiming for a main board listing after withdrawing its A-share application in 2019 [1][2]. Financial Performance - The company's revenue has shown significant improvement, with projected revenues of approximately 1.174 billion, 1.322 billion, and 1.616 billion yuan for 2022, 2023, and 2024 respectively, compared to 804 million, 847 million, and 873 million yuan from 2016 to 2018 [3][4]. - Net profits are also on the rise, estimated at 68 million, 99 million, and 148 million yuan for the same years, contrasting with previous declines [3][4]. Product Diversification - The introduction of "Mei Dong" has become a significant growth driver, generating 410 million yuan in revenue in 2024, a year-on-year increase of 32.26%, accounting for 25.4% of total revenue [7]. - Despite the introduction of new products, over 90% of revenue still comes from plum-related products, raising concerns about market risk and growth potential [10][11]. Market Risks - The reliance on a single product category poses risks, particularly in the face of natural disasters affecting raw material supply, as seen in past years [11][12]. - The company's global sourcing strategy may mitigate some risks, but geopolitical uncertainties, such as trade wars, could exacerbate concerns [11][12]. Sales Model Transformation - The sales model has shifted from a distributor-centric approach to a direct sales model, with direct sales accounting for 59.2% of revenue by 2024, compared to 25.5% in 2022 [13]. - The growth in sales through retail channels, particularly through major clients, has contributed significantly to revenue [13]. Financial Health - As of the end of 2024, the company has total non-current assets of approximately 735 million yuan, with current assets totaling 936 million yuan, but a significant portion is tied up in inventory [17]. - Current liabilities are high at 1.049 billion yuan, with short-term debt pressures evident, raising concerns about liquidity [18]. Marketing and Advertising - The company has increased its marketing expenditures significantly, with advertising costs rising from 66.66 million yuan in 2022 to 79.02 million yuan in 2024, surpassing sales expenses [21]. - This heavy reliance on celebrity endorsements may pose risks to long-term brand stability, as seen in past controversies [22][24]. Conclusion - While Liuliu Fruit Garden has shown promising financial recovery and growth potential, challenges related to product diversification, market risks, and financial health remain critical considerations for its upcoming IPO [25].